Being a jeweler true love for Yates

By WILL STEWART / Staff Reporter for the Southern Standard

If you’re in search of that perfect, unique piece of jewelry see United Diamond Brokers owner Greg Yates at Plaza Shopping Center.

As a jeweler, United Diamond Brokers owner Greg Yates deals in everything from diamond engagement rings to colored gems to estate jewelry. He also deals in true love.

“That’s one of the most rewarding aspects of my line of work,” said Yates. “I get to deal one-on-one with people at a very emotional time in their lives. When people come to me they are often looking for that perfect gift to symbolize their love. It’s a real perk.”

Yates got his start in the jewelry business in the late 1970s in his native Georgia after graduating from college. After just two years he was hired by Jennings Jewelers, where he said he was taught the ins and outs of the industry, as well as its business aspects, by a very knowledgeable family.

He left the local jeweler in 1992 to open United Diamond Brokers with a partner. He bought the business outright in 1996 and said he has enjoyed growing his business in Warren County.

While he offers such jewelry store staples as wedding bands and diamond solitaries, Yates said he specializes in more unique and unusual pieces, including estate jewelry, fine watches, loose diamonds, very fine colored gems and individually designed pieces of all varieties.

“I carry all kinds of jewelry, all very high quality pieces, but I’ve really found my niche in unique products and I’m blessed to have developed loyal, repeat customers,” he said.

His most popular offering as of late, he said, is the exclusive Hidalgo line. These handmade mix and match stickball rings and bracelets are offered in diamond, 18 karat white and yellow gold, or platinum, with enamel. United Diamond Brokers is one of only three retailers in the state to offer the select line.

Traditionally, Yates said, Christmas is the busiest time of the year for jewelers, but that it’s not as busy recently as in years past. He still depends on the season’s sales, he said, though it’s not his be-all-end-all.

“Years ago Christmas would be one-half or three-quarters of a jeweler’s sales, but buying habits have changed. These days people don’t wait for Christmas to buy jewelry, but will buy it anytime. With birthdays, anniversaries and weddings year-round, business is good all the time,” he said.

United Diamond Brokers is located in Plaza Shopping Center and can be reached at 473-3164.